It seems like only yesterday that Instagram introduced its full-blown ad business, but already the photo and video sharing app has announced another change to the service that will allow marketers to utilise 30-second clips as part of their ad campaigns.

 

Lifting the 15-second limit that consumers face when posting video content, the new video ads follow hot on the heels of the platform’s recent formatting update, and will be able to be posted in landscape mode. Commenting on the update, Instagram said that lifting the 15-second limit will “give ads a more cinematic feel.”

 

The move to introduce longer advertisements is thought have been made order to compete with other video-sharing networks such as YouTube. The overhaul will also allow brands to target specific groups of consumers with their clips, like they can on parent company, Facebook.